Korean Soft Power and Tourism-Driven Consumer Sectors: A Golden Opportunity for Investors

The K-pop phenomenon has evolved from a cultural export to a turbocharged economic engine, and investors who act now could ride the next wave of global consumer demand. South Korea’s tourism sector, food industry, beauty brands, and entertainment conglomerates are all being reshaped by the explosive growth of K-pop-driven travel and cultural consumption. With the release of Netflix’s KPop Demon Hunters in June 2025, the country has seen a seismic shift in international interest, creating a perfect storm of demand for everything from Korean skincare to immersive Hanok village experiences.

The Tourism Boom: K-Pop as a Passport to Profit

According to a report by Travel and Tour World, the K-pop industry has become a cornerstone of South Korea’s tourism strategy, with fans traveling globally to experience the culture, music, and locations tied to their favorite idols [1]. The Seoul Metropolitan Government has capitalized on this trend by launching the “Seoul Quality Tour Program,” which includes curated packages for KPop Demon Hunters fans. These itineraries—such as the “Dance, Create & Dive In” tour—offer K-pop dance classes and visits to film locations like Bukchon Hanok Village, which saw a 115% year-on-year increase in bookings after the Netflix series’ release [3].

Data from Trip.com Group reveals that global flight bookings to South Korea surged by 25% year-on-year since June 2025, with a steady 11% monthly growth rate [1]. In July 2025 alone, Seoul recorded 1.36 million foreign visitors, a 23.1% increase compared to July 2024 [4]. This surge is not just a short-term spike—it reflects a structural shift in how global consumers engage with Korean culture.

Food, Beauty, and Entertainment: The K-Culture Ecosystem

The ripple effects of K-pop tourism are transforming South Korea’s consumer sectors. In the food industry, Korean cuisine is no longer a niche curiosity but a global trend. The KPop Demon Hunters film has amplified interest in dishes like gimbap and naengmyeon, with a 75% spike in global online searches for “Korean food” since June 2025 [4]. Nongshim and CJ CheilJedang are already capitalizing on this demand, with limited-edition products tied to the film and a $72 million investment in a Japanese dumpling plant [4].

The beauty sector is equally poised for growth. K-beauty exports are projected to rise by 15% in 2025, driven by endorsements from K-pop idols and a consumer base that prioritizes innovation in skincare [4]. Amorepacific, a leader in the space, is accelerating digital and premium offerings to boost global sales, while CJ Olive Young plans a $1 billion local public offering to expand its retail footprint [5].

Meanwhile, the entertainment industry is leveraging AI-driven innovations to enhance travel experiences. Trip.com’s participation in events like WiT SEOUL highlights how technology is being used to create personalized itineraries for K-pop fans, blending traditional and modern elements [2].

Corporate Collaborations: The Stocks to Watch

Investors should focus on companies strategically positioned to benefit from this cultural and economic boom. Amorepacific (020950.KR) is a prime example. Its digital pivot and premium brand portfolio—Sulwhasoo, Innisfree—are perfectly aligned with the global demand for K-beauty. CEO Sean Kim’s emphasis on digital engagement and high-margin products positions the company to outperform in a market where 32% of younger travelers cite Hallyu content as their primary travel motivation [5].

CJ Group (097950.KR) is another must-watch. Through CJ Olive Young and its food subsidiaries, the conglomerate is dominating both the beauty and F&B sectors. Its recent foray into India’s OTT market and Saudi Arabia’s entertainment industry underscores its global ambitions [4].

Lotte (010770.KR) may face near-term challenges, but its retail and department store ecosystem remains a key player in K-pop tourism. With 32% of younger visitors prioritizing Hallyu experiences, Lotte’s strategic presence in major retail complexes could drive a rebound in its operating profits [5].

The Bottom Line: Act Now, Ride the Wave

The K-pop-driven tourism boom is not a passing fad—it’s a structural shift in global consumer behavior. With Millennials and Gen Z leading the charge, demand for Korean cultural experiences is set to peak in 2025. Investors who position themselves in K-culture-linked stocks and tourism infrastructure plays—like Amorepacific, CJ Group, and Seoul’s tourism initiatives—stand to reap significant rewards.

Source:

[1] Travel and Tour World – How K-Content is Driving Global Tourism and Shaping the Future of Travel to Korea[2] Trip.com LinkedIn Post – Participation in WiT SEOUL[3] Korea Herald – Seoul Invites Fans into Real World of KPop Demon Hunters[4] KED Global – KPop Demon Hunters Fever Draws Record Foreign Visitors[5] Business of Fashion – South Korea Retail and Beauty Sector Analysis